There’s a growing appetite for video content across the globe, and it’s an opportunity that marketers can’t afford to waste. At a time when the demand for relatable content is swelling, YouTube may be the missing piece in conducting effective influencer marketing.
The video giant has morphed from a storehouse of amateur videos to a platform recognized by fortune 500 companies, regular people, and start-ups. Although some marketers cringe at the amount of work that goes into making videos, the first thing they need to understand is how to conduct influencer marketing on YouTube.
Let’s look at how YouTube influencer marketing can help you drive results in your marketing campaigns.
The Connection Between YouTube and Influencer Marketing
Today, people want proof that a product is what the ad said it was. That’s why brands are scrapping traditional celebrity endorsements for social media influencers. Influencer marketing uses ordinary people with huge followings to grow awareness of products and services.
An influencer lobbies people to join in on the fun and benefits of a product or service by detailing their experience with it. They show proof that something works, is fashionable, and invites others to experience the same with them.
YouTube influencers do this daily, leveraging the power of video, to access their followers and the billions of other users that throng YouTube monthly.
Another reason to head to YouTube for your marketing videos is influencer marketing conversion rates on YouTube are five times higher than conventional pre-roll and mid-roll ad conversion rates, according to Forbes.
Comparing YouTube Influencer Marketing to Other Social Platforms
YouTube is the go-to platform for businesses that want to share long-form videos like client testimonials, descriptions of how to use a product, and in-depth user reviews. Advertising on YouTube also costs less because you don’t pay for an ad unless a user watches it for a minimum of 30 seconds.
When it comes to shelf life, YouTube content stays up for 5 years. Instagram and Facebook stories only last 24 hours. Additionally, the description box allows you to add links to your website and product sites.
However, it can be more difficult to customize your ads on YouTube to align with your brand. It’s also tougher to measure ROI or narrow down your audience by age or location when compared to Facebook. These downsides are easy to beat when brands learn how to run a successful influencer marketing campaign.
How to Select Goals for YouTube Influencer Marketing
The first step in finding great YouTube influencers is to set goals. Do you want to create brand awareness, increase sales, introduce a new product or get people to register for email newsletters? Answering these questions gets you started on laying down the qualities you want in your influencers. Develop clear timelines for achieving these goals and share them with the influencers for better results.
Types of Influencer Marketing Campaigns on YouTube
YouTube influencers are picky about the brands they associate with. This fact alone makes them very authentic. Audiences are attracted to authentic influencers who clearly are not just following the money. Here’s some of the most effective influencer marketing content types on YouTube:
Unboxing videos were named after the action of unwrapping products on YouTube. An influencer will unbox a product, showing the different features, and sometimes include tutorials. Many consumer packaged good companies use this type of content to grow awareness of new products.
Tutorials are demonstrative, educational and help your audiences to find solutions. These videos are also called life hacks because they tell people how to do just about anything and make life easier. These campaigns not only engage but can also be very useful in converting audiences to buyers. If a viewer is satisfied with how the product will solve their problem, they are more likely to buy it.
Testimonials and Reviews
33% of shoppers buy a product depending on social media influencers’ reviews. Any efforts to promote your products yourself may seem biased. An influencer’s testimonial helps you get feedback on your products while growing awareness in the market and generating sales at the same time.
Start by sharing your products with your favorite influencers. Ask them to do a review and give their honest feedback. Try influencers in different niches and analyze the social data to determine where to focus long term.
How to Find YouTubers that Fit Your Brand
Finding the right fit demands homework and research. At the core of this research, you’re trying to tie your unique needs to a YouTuber who can meet them. Here are three top ways to select a YouTube influencer.
Understand your Target Audience
Determine your audience by researching conversations about your brand, who’s talking about you, and where these conversations take place. This includes any positive social media mentions.
Learn about YouTube Influencer Tiers
Just like lawyers, doctors, and consultants, YouTubers charge differently according to where they belong in the influencer tier. The higher they are in the tier, the more influential and the better they’ll be at reaching your audience. Check their video views more than you do their subscriber count.
Study YouTuber Networks
While you may want to rely on referrals, checking out somebody’s work yourself helps you to identify what won’t work for you. Follow YouTuber networks to identify those who appeal most to your brand’s needs. You can also go to Facebook, Twitter, Instagram, and other social media to check out their work.
How to Amplify the Success of Your YouTube Influencer Marketing
Continuous advertising will help people remember your brand. That’s why it’s important to amplify your YouTube influencer campaign to gain even more brand and product awareness.
Embed your Facebook ad campaigns with videos from your YouTube influencer. Enter into repeat partnerships with top-performing influencers and look for potential ambassadors for your brand. These ambassadors help you to narrow down on your targets.
Combine your influencer content with ads and use retargeting. New visitors to your site hardly buy anything on their first visit. That’s why it’s important to retarget these audiences on different platforms so they can get to know and trust your brand.
Retargeting is designed to remind prospects about your products without being pushy. It works by showing prospects relevant ads when they visit other online sites.
Get your Marketing Hyped!
There’s such a thing as a perfect influencer marketing campaign and it’s easier than you think. If you’re looking for help creating a high-impact influencer campaign for your brand, contact us today for a discovery call.
About the Author: Kristina Coughlin
Kristina is an influencer marketing expert with a focus on direct-to-consumer brands. She’s the Founder and Operations Director at Get Hyped, the leading influencer marketing agency connecting lifestyle brands with their target audience. Check out her LinkedIn content for more influencer marketing best practices and tips. https://www.linkedin.com/in/kristinacoughlin/